Food PR in Canada: Getting the Media to Bite
by Ann Gallery, CEO, High View Communications
Canada and the US are similar in many ways. Both countries are prosperous and tech-savvy with similar economies and high living standards.
One substantial difference, however, is in the media industry. Canada has far fewer media outlets to reach the 33 million people who call this country home. For example, in the country's largest city of Toronto, there are only three morning television shows to approach about covering a consumer product, and only one of them is broadcast nationally. On the print side, there are two national daily newspapers in Canada and they are widely read. And, while local newspapers are very influential, they reach a much smaller and more fragmented audience than those in the U.S.
The Media Power Houses... The Canadian media is largely sewn-up by four conglomerates: Bell Globe Media, Quebecor, Torstar, and Global Can West. If your story is turned down by one media outlet within a group, the rest may follow. Conversely, if you secure an article or photo in one small newspaper in an outlying city, the piece may turn up in the chain's multiple papers across the country.
Relationships Count... Given the size of the Canadian media marketplace, good relationships with the right journalists are critical. When there are only a handful of influential journalists and producers to target in each sector, it's essential that they take your calls and are receptive to your story suggestions. It is also important to maintain good relationships with key media contacts by attending their events, sending reporters news tips that aren't related to your own stories and knowing what they've written in the past (and are likely to write about in the future).
Leveraging Trends in Food Media Relations... High View Communications has successfully launched new food products in Canada for many clients, including Campbell's, Dr. Oetker and Heinz. While pitching a new product to the country's daily papers is a good way to start a product launch, leveraging a food trend or bigger story that supports the new product can extend the coverage. A strong news hook is a must in Canada just as it is in the United States.
Unlike what is sometimes seen in the U.S., the Canadian media are very reluctant to endorse specific brands or include quotes from corporate spokespersons. High View typically looks for independent third parties to promote a client's new soup, sauce or pizza. Once a TV interview is secured, television producers are vigilant about removing any corporate or product branding from the set — despite our best efforts. The only solution is to properly train the spokesperson to weave key messages and product mentions into the interview in a way that won't alienate the show (and its producer) for next time.
The Campbell's Kitchen Fink... When launching Campbell's new Gardennay soup in Canada, High View developed a launch strategy built around the growing trend of cooks passing off gourmet products like Gardennay as their own. The campaign was dubbed 'How to Be a Kitchen Fink.' High View hired and trained a well-known Canadian 'foodie' who conducted print and television interviews on how to dress up Gardennay so guests might think the host made it from scratch. This approach to media relations helped widen interest in the story and boost national coverage for Gardennay well beyond the new product columns at the daily papers.
Expectations... Getting coverage for food products in Canada is all about knowing the lay of the land. New products most often get mentioned in the food pages of major daily papers and monthly magazines. Most just feature an image of the product with the price point and will not include a quote or testimonial.
But the coverage could extend well beyond the food pages and into TV and radio, if the media are approached not only with product information but also with:
- A strong news hook
- A well known third-party spokesperson trained to deliver the key messages, and
- A sensitive approach by a public relations professional's strong media contacts and good reputation as the source of quality news stories
That's how to deliver a much bigger bang for your PR buck in Canada (even if it is just a Loonie).
Email Ann Gallery at agallery@highviewcommunications.com.
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